@BrickBack- I agree with you and I wanted to say that it is important to focus building your business based on developing higher customer service levels and developing a customer retention strategy because chances are that your product or service is sold by so many competitors that building customer relationships is what is going to make the biggest impact on your business because happy customers continue to come back and even offer referrals and word of mouth testimonials that should really help your business grow.
I remember when I went on a cruise a few years ago. I was so impressed with the level of service because I have cruised just about every possible cruise line, but this one stood out. They offered so many amenities on their ships and gave generous discounts for those passengers seeking to board another cruise with them. They also identify their best customers with different colored room keys so that regular passengers would know that they were special.
I know credit card companies also do this and it is also a cheap way for a company to distinguish between a regular and a loyal customer because everyone wants a little recognition.